Marketing basics
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The document discusses the basics of marketing segmentation, targeting, and positioning. It defines segmentation as dividing a market into distinct groups based on demographics, psychographics, behaviors, benefits, and ethnicity. Targeting is described as evaluating the size and growth potential of segments and their compatibility. Positioning is presented as determining the attributes, quality, price, use, and competition for a product or service.
Marketing basics
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- 2. Marketing Basics › Segmentation › Targeting › Positioning References. 2
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- 4. Segment Target Position * Required 4
- 5. Segmentation › Demographics segmentation Income, Population, Age, Gender › Psychographic segmentation attitudes, Values, LifeStyle * Required 5
- 6. Segmentation Continue › Behavior segmentation Whether they buy or not, use or not usage rates: heavy , medium , light , nonuser user status : potential, non user, ex-user, regulars, first time, user of competitors › Benefit segmentation › Ethnic segmentation Hispanic , African American * Required 6
- 7. Target › Current Segment Size and potential growth › Potential Competition › Feasibility and Compatibility * Required 7
- 8. Position › Attribute or benefit › Quality and Price › Use or User › Competition * Required 8
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- 10. Global Marketing 5th Edition 10